Unilever-owned Blueair is one of the world’s leading producers of air purifiers, available in over 60 countries. Our task was the global launch of a new product, Blue by Blueair (with particular focus on China, South Korea, India and the US) while making the Blueair name synonymous with air purification.
Air purification is a conservative category. The same needs-based buyers are targeted again and again with the same scaremongering messages about allergies, asthma and dangerous air quality.
So we thought, what if Blueair can be the category challenger? What if this could be the brand that makes people see air purifiers in a fresh, fun and positive way?
THE TARGET AUDIENCE
Active people with a positive, proactive approach to life – both mentally and physically. Urban, middle-class individuals for whom creating a healthy environment is a natural part of improving their well-being.
This audience was a completely new target for Blueair.
We entered the mid-range market with a contemporary, high-performance product. Playful design, fun tonality and good-health messages disrupted the usual air purifier market, setting us far apart from competitor brands.
Our concept, ‘The Easy-Going Air Purifier’, placed Blue in the centre of our audience’s homes and their health-conscious lifestyles.
Global brand building, communication strategy, creative concept, online and offline, packaging design, retail, and more.